Cross-context evidence on attitudinal and behavioral outcomes in video streaming consumption

Abstract Addressing the scarcity of replication studies in marketing and consumer research, this study replicates a model examining drivers of attitudinal and behavioral outcomes in video streaming consumption and cross-validates it in the broader market of commercial video streaming services. The model is extended by incorporating users’ content-related information exchange on social media, conceptualized as electronic word of mouth (eWOM). Representative survey data from 1030 German video streaming service users were analyzed using partial least squares structural equation modeling. The results support the central role of habit and content quality in shaping actual usage and service-related word of mouth (WOM), while system quality is especially important for brand perception. In the extended model, eWOM is positively associated with both WOM and brand perception. In contrast, eWOM is not significantly associated with actual usage. Overall, the study strengthens the empirical evidence for the original model and supports its robustness across contexts. From a management perspective, streaming services benefit from prioritizing habit-forming features and content investments to drive usage. In addition, fostering content-related information exchange on social media and improving system quality are better directed toward brand building and encouraging recommendations.